I conclude the series of revelations from the Apple process that is currently taking place and offer you some interesting information presented by Phill Schiller, Apple's vice president. Schiller claims that Apple was thinking of producing various concepts for cars before the iPhone appeared, but the device attracted so much attention that the development plans were completely changed. Next, I will tell you that in 2011 Steve Jobs did some market studies to find out what consumers want and one of them revealed that 85% of consumers put a lot of emphasis on design when buying a smartphone. Steve Jobs he didn't believe it in market studies, he wasn't really interested in what people wanted to see, but he wanted Apple to develop products that people didn't even know they needed.
People suggested all kinds of things Apple could do, Schiller recalled: "Make a camera, make a car, crazy stuff." Schiller said the company had been working on the tablet computer that would later become the iPad, but decided to shift its attention to the phone. "At the time, cellphones weren't any good as entertainment devices," Schiller said.
Of note, Schiller also went into how the company performs market research, a controversial topic given the fact that late Apple co-founder Steve Jobs once pooh-poohed such studies, saying the company would design products people didn't even know they wanted yet . Apple brought up market research in this case to point out how important design is to consumers, 85 percent of whom, according to Apple's own 2011 study, said design and appearance were important.
On another note, Schiller he was extremely unpleasantly surprised of Samsung's decision to copy the design of iDevices and came to believe that the Asians will copy the entire line of Apple products. He believes that people confuse Samsung's products with Apple's and that these actions had an important impact on the company's sales. Finally, I will tell you that the Samsung lawyers tried to find out from Schiller if the iPhone 5 will really have a new design, but the Apple vice president did not want to divulge confidential information about future products.
